Media shops line up for Seagram

Seagram, the international wine and spirits company, has been talking to media networks about appointing a pan-European media shop to work across its drinks brands.

Seagram, the international wine and spirits company, has been

talking to media networks about appointing a pan-European media shop to

work across its drinks brands.



Richard Shaw, the vice-president of marketing and communications at

Seagram, has talked to a number of agencies about a pitch. Seagram has a

large roster of global agencies which includes New PHD and Manning

Gottlieb Media in the UK, MediaCom in the US and MindShare in Asia. It

is unclear whether Seagram has approached agencies outside its

roster.



Sources suggest that this discussion could pave the way for a

centralisation of the company’s media planning and buying

arrangements.



Shaw said: ’We are considering the potential of hiring one media

planning and buying agency as a partner. We would still do planning and

buying country by country.’



He added that if plans for a pan-European agency were to go ahead, it

would be several months before a pitch would take place.



Seagram recently appointed TBWA Worldwide to work on its pounds 30

million Martell Cognac global creative account, following a pitch

against Grey and Ogilvy & Mather. O&M was the incumbent agency on the

account. The new campaign will break by the middle of this year.



The Martell review and the decision to look for a pan-European media

shop have been prompted by Joe Tripodi, Seagram’s chief marketing

officer, who is looking at economies of scale and areas for brand growth

within the drinks group.



Seagram’s brands include Absolut Vodka, Glenlivet, Martell, Morgan’s

Spiced Rum, Perrier Jouet, Chivas Regal, Mumm Cordon Rouge, Cuvee Napa

and Sandeman Sherries.



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